ERIC Number: EJ809491
Record Type: Journal
Publication Date: 2007
Pages: 17
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-1090-1981
EISSN: N/A
Effects of a Televised Two-City Safer Sex Mass Media Campaign Targeting High-Sensation-Seeking and Impulsive-Decision-Making Young Adults
Zimmerman, Rick S.; Palmgreen, Philip M.; Noar, Seth M.; Lustria, Mia Liza A.; Lu, Hung-Yi; Horosewski, Mary Lee
Health Education & Behavior, v34 n5 p810-826 2007
This study evaluates the ability of a safer sex televised public service announcement (PSA) campaign to increase safer sexual behavior among at-risk young adults. Independent, monthly random samples of 100 individuals were surveyed in each city for 21 months as part of an interrupted-time-series design with a control community. The 3-month high-audience-saturation campaign took place in Lexington, KY, with Knoxville, TN, as a comparison city. Messages were especially designed and selected for the target audience (those above the median on a composite sensation-seeking/impulsive-decision-making scale). Data indicate high campaign exposure among the target audience, with 85%-96% reporting viewing one or more PSAs. Analyses indicate significant 5-month increases in condom use, condom-use self-efficacy, and behavioral intentions among the target group in the campaign city with no changes in the comparison city. The results suggest that a carefully targeted, intensive mass media campaign using televised PSAs can change safer sexual behaviors. (Contains 2 tables and 4 figures.)
Descriptors: Self Efficacy, Sexually Transmitted Diseases, Audiences, Young Adults, Sexuality, Public Service, Mass Media, Health Promotion, Mass Media Effects, At Risk Persons, Program Effectiveness, Comparative Analysis, Decision Making, Television Viewing, Behavior Change
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Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Kentucky
Grant or Contract Numbers: N/A